Know-How Exchange : Social Media

I'm assuming you already have a website for your business, where you clearly articulate the benefits of your offering from your prospective clients' perspective. If so, then a blog can help you create a human voice about your business instead of simply benefit-speak. It may include anecdotes/learning (a simplified white paper, for example). Or common questions that you answer. Or stories about how customers are using your product. You have a lot of leeway. But you don't want it to simply reiterate what's on your website as-is. Think of the reader - why would they want to read the blog regularly? What's in it for them?

Blog should act as your voice and should simply be written as if it is being targeted at readers who are allergic to business lingo.

Suggested Includes:
- Client Case Studies
- Work in Progress
- Opinions and Learnings
- Insights related to your core business activity
- Reader Opinions ( substitute to Letter to the Editor)
- How TOs
- Client Stories

To Avoid:
- Company accomplishments
- Business services promotion
- Self conducted Competitor Analysis

Compliment your business with your blog, and only write things that you would love to read, had you been on the other side of the computer screen.
Giving a personal touch to the blog is one of the critical criteria for success. If one is reading your blog, it should feel like a human conversation rather than a robotic lecture.

Avoid overt selling. Build trust/credential by being friendly and helpful to your target audience. Good advice above.

The How should be based on use of your products. The Why can be based on case studies, technical tips, or even fundamental science.
Find some articles on Thought Leadership. Work toward becoming a thought leader in your industry.

Take the high road when it comes to competitors. As mentioned before, no bashing them.

Keep it to subjects that matter to the business. Unless you are a religious institution, don't talk religion. or a political institution, don't talk politics. Keep it to your business.

On why vs. how to do something, I prefer to give more details than less info. When I did a lot more consulting under my own business (I now do more for another consultant, who is better at the selling consulting work than I am), I had a blog (https://expandabroad.blogspot.com/). In it, I basically told readers in some of the posts how and why to do the same work I would do for them if they hired me. if someone is a do it yourself type, they aren't likely to hire you anyway. And if they are not, they aren't going to do it themselves, so giving the info showed them that you know how to do the work.

Really the sky is the limit with regards to content for ablog. Your goal is to become an expert in your given field and provide tools and info for your intended customers.